CELIMAX: the Korean brand of noni and Ji Woo Gae pads

If you've ever seen a little apple-green ampoule on social media, or a jar of embossed pads with a strange name, “Ji Woo Gae”, you've come across celimax. This still-young Korean brand has made a place for itself among K-beauty fans with a simple idea: no miracle promises, formulas that show their actives and prices that have stayed reasonable.

In this guide, we explain where CELIMAX comes from, what's really in its key products (noni, cica, BHA, retinal), how to find your way through its lines and, above all, where to start for your skin.

The story of CELIMAX

CELIMAX is the brand of the company Absolve Lab (앱솔브랩), a Seoul company based in the Gangnam district and run by Kim Min-seok. The model is that of a “direct” brand: Absolve Lab mostly sells its products itself, online, and relies on customer feedback to improve its formulas.

The brand started out with just a few products, then two of them made it take off. First the Ji Woo Gae pads: “jiwoogae” (지우개) means “eraser” in Korean, a vivid way of saying they “erase” rough skin. They have been awarded several times at the Hwahae Awards, the awards of the most-used cosmetics review app in Korea. Then the noni ampoule, which climbed to 1st place in Olive Young's overall ranking, the big Korean beauty chain.

Its success quickly spread beyond Korea. According to the Korean business press, CELIMAX had sold more than 10 million products by June 2025, with loyal customers in around fifty countries. Videos about the Ji Woo Gae pads had racked up hundreds of millions of views on TikTok by then, and sales on Amazon in the United States grew strongly that same year. As of mid-October 2026, we carry more than 40 CELIMAX products, from pads to sunscreens.

The CELIMAX philosophy: skincare that keeps its promises

In Korea, CELIMAX presents itself as a “silhyojuui” (실효주의) brand, which could be translated as “real effectiveness above all”. Its Korean slogan sums up the method: listen, research, answer through the skin. In practice:

• Customers first: products are developed from surveys and interviews with thousands of customers, rather than by following the trend of the moment.
• Actives on display: on many tubes, you can read the percentages directly, like “Retinal 0.1 %” or “Niacinamide 5 %”.
• No compromise on ingredients: its CEO explains that the brand refuses to cut corners on formula costs to lower its prices.
• Gentle skincare, designed for sensitive skin, with centella or panthenol almost everywhere.

Key ingredients of CELIMAX

Each CELIMAX line revolves around one main ingredient. Here are the ones to know before you choose.

Noni, the signature ingredient

Noni (Morinda citrifolia) is a small tropical fruit. CELIMAX made it its signature: its original ampoule, The Real Noni Energy Ampoule, states 71.77% noni extract. It's valued for its soothing side and the comfort it brings to tired skin. You'll find it throughout the Noni line, from the Calming+Radiance ampoule to the noni toner.

BHA and PHA, for pores

Salicylic acid (BHA) helps clear the look of pores, and PHA (gluconolactone) exfoliates gently. It's the duo in the Ji Woo Gae pads, like the Heartleaf BHA Peeling Pad, with an embossed side to smooth and a soft side.

Cica and heartleaf, to soothe

Centella asiatica (cica) and heartleaf (Houttuynia cordata) are two plants widely used for sensitive skin in Korea. They help reduce the look of redness. You'll find them in The Real Cica line, like the soothing cica cream.

Ceramides, for the barrier

The Dual Barrier line relies on ceramides, cholesterol and fatty acids, the skin's natural lipids. They help strengthen the skin barrier and limit water loss: it's the line for tight-feeling skin, like the Dual Barrier cleansing balm.

Niacinamide and tranexamic acid, for radiance

The Pore + Dark Spot line combines niacinamide and tranexamic acid, two actives that help fade the appearance of dark spots and even out the complexion. Its sunscreen shows 5% and 1% on the tube.

Retinal, for firmness

Retinal is a form of vitamin A. CELIMAX uses it in its Retinal Shot line, often paired with MATRIXYL 3000 (peptides) and panthenol, to help visibly smooth fine lines. The Retinal Shot Tightening Dual Cream shows 0.05% retinal on the tube, half that of the booster in the same line: a good starting point.

CELIMAX lines to know

Which CELIMAX for your skin?

Pick your need: we give you our favorite product, plus two others to round it out.

A complete CELIMAX routine, morning and evening

Morning

1. CleanseThe Dual Barrier Mild Gel Cleanser, on damp skin, then rinse with lukewarm water.
2. ToneThe noni toner, patted in with your hands.
3. AmpouleTwo pumps of noni ampoule for radiance.
4. MoisturizeThe Dual Barrier Skin Wearable Cream, or the Oil Control Moisturizing Cream if your skin gets shiny.
5. ProtectThe SPF50+ Pore + Dark Spot sunscreen, even when it's cloudy.

Evening

1. Remove makeupThe Dual Barrier balm: it turns from oil to milk on contact with water.
2. CleanseThe noni foam cleanser to finish the double cleanse.
3. ExfoliateA Ji Woo Gae pad, only 2 to 3 evenings a week.
4. SerumThe Retinol Shot Serum on evenings without a pad, or the Cica Niacinamide if your skin is sensitive.
5. NourishThe Noni Energy Repair Cream to finish.

Our tips for using CELIMAX

• One new product at a time: wait one to two weeks before adding another, and test it first on a small area.
• Don't combine a BHA pad and retinal on the same evening: alternate them, your barrier will thank you.
• Retinal means 2 evenings a week at first, then increase if your skin tolerates it. If you're pregnant or breastfeeding, ask your doctor's advice first.
• Sunscreen is a must as soon as you use acids, retinal or dark spot products.
• Use the embossed side of the pads on the T-zone and the smooth side on the cheeks: it's gentler on sensitive areas.
• Keep your body in mind: the Ji Woo Gae pads also come in a body version, handy for rough elbows and knees.

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Jihyun, team Ma Petite Corée